Araştırma Makalesi
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Duyum, Algı ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme

Yıl 2021, Cilt: 10 Sayı: 4, 2528 - 2544, 20.10.2021
https://doi.org/10.33206/mjss.885798

Öz

Ürünlerin ve markaların yavaş yavaş birbirine benzemeye başlaması, geleneksel yöntemlerin günümüz tüketicilerini artık yeterince etkileyememesi gibi nedenler, markaları farklı stratejiler geliştirmeye yöneltmiştir. Bu stratejilerden biri ise tüketici algı ve tutumlarını beş duyu aracılığıyla etkilemeyi amaçlayan duyusal markalamadır. Duyusal markalama; renk, ses, koku, doku ve tat uyarıcıları ile tüketici algıları bilinçli ve sistematik olarak şekillendirilmektedir. Bu çalışmada duyuların, tüketicilerin markaya ilişkin tutum oluşturmalarındaki etkisine yönelik bir değerlendirme yapılmıştır. Bu değerlendirme tutumun öğeleri olan bilişsel, duygusal ve davranışsal boyutları aracılığıyla gerçekleştirilmiştir. Değerlendirme sonucuna göre tüketicilerin ürün veya markayla ilgili sahip oldukları bilgi düzeyi, his ve niyetin, markaya yönelik algılamaları ve tutumları etkilediği görülmüştür. Diğer yandan marka algısı boyutları olan marka bilinirliği, marka çağrışımları, algılanan kalite ve marka sadakatinin, beş duyunun tamamından ayrı ayrı etkilendiği görülmüştür. Bu etki düzeyi ise markanın veya ürünün niteliğine göre farklılık göstermektedir. Özellikle de alanyazın kaynaklarına göre duyuların tüketicileri, bilişsel tanımlar ve duygusal şemalar yoluyla motive ederek davranışsal eyleme sevk ettiği sonucuna varılmıştır.

Kaynakça

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  • Ampuero, O. ve Vila, N. (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing, 23, 100-112.
  • Amsteus, M. (2015). The scent of a successful venue (in) congruent scent and consumer attitude towards a cafe. International Journal of Business and Social Science, 6(5), 232-243.
  • Argo, J. J., Popa, M. ve Smith, M. C.(2010). The sound of brands. Journal of Marketing, 74(4), 97-109.
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  • Büdün, E. (2020). Markaya yönelik tutum oluşturmada duyusal markalama uyaranlarının rolü: Ev tekstili sektörü üzerine bir araştırma (Doktora Tezi). İstanbul Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
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  • Elder, R. ve Krishna, A. (2010). The effect of advertising copy on sensory thoughts and perceived taste. The Journal of Consumer Research, 36(5), 748-756.
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Sensation, Perception and Brand: A Three-Dimensional Evaluation of Consumer Attitudes

Yıl 2021, Cilt: 10 Sayı: 4, 2528 - 2544, 20.10.2021
https://doi.org/10.33206/mjss.885798

Öz

Today products and brands are gradually becoming similar to each other, and traditional methods do not affect today’s consumers enough because of such reasons it led brands to struggle to develop different strategies. One of these strategies is sensory marking, which aims to influence consumer perceptions and attitudes through five senses. Sensory branding; Consumer perceptions are consciously and systematically shaped with color, sound, smell, texture and taste stimulants. In this study, extant literature relevant to the effect of senses on consumers' attitudes towards the brand examined. This assessment was carried out through the cognitive, emotional and behavioral dimensions of the attitude. According to the results of the evaluation, it was seen that the level of knowledge, feeling and intention of the consumers about the product or brand affect their perceptions and attitudes towards the brand. On the other hand, brand awareness, brand associations, perceived quality and brand loyalty, which are dimensions of brand perception, were observed to be affected by all five senses separately. This level of influence varies according to the nature of the brand or product. According to the sources of the literature it was concluded that the senses motivate consumers through cognitive descriptions and emotional schemas and lead them to behavioral action.

Kaynakça

  • Aaker, D. (1991). Managing Brand Equity, John Wiley & Sons.
  • Aaker, D.(1995). Building Strong Brands, The Free Press.
  • Alba, J. W. ve Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-454.
  • Alpert, M. I., Alpert, J. I. ve Maltz, E. N.(2005). Purchase occasion ınfluence on the role of music in advertising. Journal of Business Research, 58(3), 369-376.
  • Ampuero, O. ve Vila, N. (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing, 23, 100-112.
  • Amsteus, M. (2015). The scent of a successful venue (in) congruent scent and consumer attitude towards a cafe. International Journal of Business and Social Science, 6(5), 232-243.
  • Argo, J. J., Popa, M. ve Smith, M. C.(2010). The sound of brands. Journal of Marketing, 74(4), 97-109.
  • Augustin, S., Coleman, C. ve Frankel, N. (2009). Place advantage applied psychology for ınterior architecture. Wiley.
  • Axel, R. (1995). The molecular logic of smell. Scientific American, 16(3), 68-75.
  • Barat, A. H. (2007). Human perception and knowledge organization: visual imagery. Library Hi Tech, 25(3), 338- 351.
  • Beidler, L, M. (1988). Taste, (Ed.) J. M. Wolfe, Sensory Systems II: Senses Other than Vision. Boston: Birkhauser.
  • Berman, B. R., Evans, J. R. ve Chatterjee, P. M. (2013). Retail management: A strategic approach. United Kingdom: Pearson.
  • Büdün, E. ve Ertürk Y. D. (2020). Beş duyu kullanımı ile duyusal markalama: tüketici tutumlarını belirleme üzerine bir odak grup çalışması. Etkileşim, 5, 52-71.
  • Büdün, E. (2020). Markaya yönelik tutum oluşturmada duyusal markalama uyaranlarının rolü: Ev tekstili sektörü üzerine bir araştırma (Doktora Tezi). İstanbul Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
  • Boone, L. E. ve Kurtz, D. L. (2011). Contemporary marketing. Cengage Learning.
  • Bosmans, A. (2006). Scents and sensibility: When do (in)congruent ambient scents influence product evaluations. Journal of Marketing, 70(3), 32-43.
  • Bradford, K. D. ve Desrochers, D. M. (2009). The use of scents to ınfluence consumers- the sense of using scents to make cents. Journal of Business Ethics, 90(S2), 141-153.
  • Brugge, J. F. (1988). Auditory System, (Ed.) J. M. Wolfe, Sensory Systems II: Senses Other than Vision, Boston: Birkhauser.
  • Bruwer, J., Saliba, A. ve Miller, B. (2011). Consumer behaviour and sensory preference differences, implications for wine product marketing. Journal of Consumer Marketing, 28(1), 5-18.
  • Buck, L. B. (2004). The search for odorant receptors. Cell, 116, 117-120.
  • Chang, H. H. ve Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687-1706.
  • Crowley, A. E. (1993). The two-dimensional impact of color on shopping. Marketing Letters, 4(1), 59-69.
  • Cüceloğlu, D. (2006). İnsan ve davranışı. İstanbul: Remzi Kitapevi.
  • Decre, G. B. ve Cloonan, C. (2019). A touch of gloss- haptic perception of packaging and consumers’ reactions. Journal of Product & Brand Management, 28(1), 117-132.
  • Dematte, M. L., Pojer, N., Endrizzi, I., Corollaro, M. L., Betta, E., Aprea, E., Charles, M., Biasioli, F., Zampini, M. ve Gasperi, F. (2014). Effects of the sound of the bite on apple perceived crispness and hardness. Food. Quality and Preference, 38, 58-64.
  • Dick, A. S. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 2(2), 99-113.
  • Douglas, S. P., Craig, C. S. ve Nijssen, E. J. (2001). Integrating branding strategy across markets, building international brand architecture. Journal of International Marketing, 9(2), 97-114
  • Duizer, L. (2001). A review of acoustic research for studying the sensory perception of crisp, crunchy and crackly textures. Trends in Food Science & Technology, 12(1), 17-24.
  • Elder, R. ve Krishna, A. (2010). The effect of advertising copy on sensory thoughts and perceived taste. The Journal of Consumer Research, 36(5), 748-756.
  • Ertürk, Y. D. (2017). Davranışlarımız ve biz. İstanbul: Pozitif Yayınları.
  • Faircloth, J. B., Capella, L. M. ve Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, 9(3), 61-75.
  • Fitzgibbon, C. ve White, L. (2004). The role of attitudinal loyalty in the development of customer relationship management strategy within service firms. Journal of Financial Services Marketing, 9(3), 214-230.
  • Frank, M. E., Hettinger, T. P. ve Mott, A. E. (1992). The sense of taste: neurobiology, aging, and medication effects. Critical Reviews in Oral Biology & Medicine, 3(4), 371-393.
  • Gallace, A. ve Spence, C.(2010). The science of interpersonal touch: An overview. Neuroscience & Biobehavioral Reviews, 34(2), 246-259.
  • Grohmann, B., Spangenberg, E. R. ve Sprott, D. E. (2007). The influence of tactile input on the evaluation of retail product offerings. Journal of Retailing, 83(2), 237-245.
  • Gordon, W. (2006). What do consumers do emotionally with advertising? Journal of Advertising Research, 46(1), 2-10.
  • Gustafsson, C. (2015). Sonic branding: A consumer oriented literature review. Journal of Brand Management, 22(1), 20-37.
  • Haase, J., Wiedmann, K. P. ve Labenz, F. (2018). Effects of consumer sensory perception on brand performance. Journal of Consumer Marketing, 35(6), 565-576.
  • Hakala, U., Svensson, J. ve Vincze, Z. (2012). Consumer-based brand equity and top-of-mind awareness: A cross-country analysis. Journal of Product & Brand Management, 21(6), 439-451.
  • Herrmann, A., Zidansek, M., Sprott, D. E. ve Spangenberg, E. R. (2013). The power of simplicity: processing fluency and the effects of olfactory cues on retail sales. Journal of Retailing, 89(1), 30-43.
  • Hoegg, J. ve Alba, J. W.(2007). Taste perception, more than meets the tongue. Journal of Consumer Research, 33(4) 490-498.
  • Hoeksema, S. N., Fredrickson, B. L., Loftus, G. R. ve Wagenaar, W. A. (2009). Atkinson & Hilgard's introduction to psychology. Wadsworth Pub Co.
  • Hornik, J. (1992). Tactile stimulation and consumer response. Journal of Consumer Research, 19(3), 449-459.
  • Hoyer, W. D., Brown, S. P.(1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2), 141-148.
  • Hubert, M., Florack, A., Linzmajer, M. ve Kenning, P. (2013). Neural correlates of ımpulsive buying tendencies during perception of product packaging. Psychology & Marketing, 30(10), 861-873.
  • Hulten, B. (2011). Sensory marketing: The multi‐sensory brand‐experience concept. European Business Review, 23(3), 256-273.
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  • Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity. US: Prentice Hall.
  • Keller, K. L. (2016). Reflections on customer-based brand equity: Perspectives, progress, and priorities. AMS Review, Academy of Marketing Science, 6(1-2), 1-16.
  • Klatzky, R. L. ve Peck, J. (2012). Please touch: Object properties that invite touch. IEEE Transactions on Haptics, 5(2), 139-147.
  • Krishna, A. ve Elder, R. (2009). The gist of gustation an exploration of taste, food, and consumption. In A. Krishna. (Edt.). Sensory marketing research on the sensuality of products. US: Routledge.
  • Krishna, A. (2016). Algı gerçektir, beş duyu satın alma davranışlarını nasıl etkiler? İstanbul: Ka Kitap.
  • Lancu I., Bara, M., Seserman, A. ve Bindea, A. (2009). Tune your brand In. The perfect jingle mix. Journal of Media Research, 5, 101-112.
  • Lazarus, R. S. (1991). Emotion and adaptation. USA: Oxford University Press.
  • Lindstrom, M. (2007). Duyular ve marka. İstanbul: Optimist Yayınları.
  • Lindstrom, M. (2017). Buy.ology. İstanbul: Optimist Yayınları.
  • Macinnis, D. J. ve Park, C. W. (1991). The differential role of characteristics of music on high- and low-involvement consumers' processing of ads. The Journal Of Consumer Research, 18, 161-173.
  • Mather, G. (2011). Essentials of sensation and perception. US: Routledge.
  • Mather, G. (2018). Duyu ve algının temelleri (Çev: S. Canan ve R. Dokuyucu). Ankara: Nobel Akademi Yayıncılık.
  • Meilgaard, B. ve Civille, C. T. (1999). Sensory Evaluation Techniques. CRC Press.
  • Medway, D. (2014). Rethinking Place Branding and the “Other” Senses, (Ed.) M. Kavaratzis, Warnaby, M., Ashworth, G., Rethinking Place Branding, Springer.
  • Montagu, A. (1971). Touching: The human significance of the skin. Columbia University Press.
  • Morgan, C. T. (2011). Psikolojiye Giriş, (Ed.) S. Karakaş, R. Eski. Eğitim Akademi Yayınları.
  • Morrin, M. ve Ratneshwar, S. (2000). The impact of ambient scent on evaluation, attention, and memory for familiar and unfamiliar brands. Journal of Business Research, 49(2), 157-165.
  • Morrin, M. (2009). Scent marketing an overview. In A. Krishna (Edt.). Sensory marketing research on the sensuality of products. US: Routledge.
  • Morschett, D., Swoboda, B. ve Foscht, T. (2005). Perception of store attributes and overall attitude towards grocery retailers: The role of shopping motives. The International Review of Retail, Distribution and Consumer Research, 15(4), 423–447.
  • Motameni, R. ve Shahrokhi, M.(1998). Brand equity valuation: A global perspective. Journal of Product & Brand Management, 7(4), 275-290.
  • Moye, L. N. ve Kincade, D. H.(2003). Shopping orientation segments: exploring differences in store patronage and attitudes toward retail store environments among female apparel consumers. International Journal of Consumer Studies, 27(1), 58-71.
  • Mozell, M. M. (1988). Oflaction. In J. M. Wolfe (Edt.). Sensory Systems II: Senses Other than Vision. Boston: Birkhauser.
  • Mower, J. M., Kim, M. ve Childs, M. L. (2012). Exterior atmospherics and consumer behavior. Journal of Fashion Marketing and Management- An International Journal, 16(4), 442-453.
  • Noel, H. (2009). Basics marketing 01: Consumer behaviour. AVA Publishing.
  • Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.
  • Ozan, V. (2017). Kokular kitabı. İstanbul: Everest Yayınları.
  • Pappu, R., Quester, P. G. ve Cooksey, R. W. (2005). Consumer‐based brand equity: Improving the measurement – empirical evidence. Journal of Product & Brand Management, 14(3), 143-154.
  • Peck, J. ve Childers, T. L. (2003a). Individual differences in haptic ınformation processing: The ‘Need for Touch’ Scale. Journal of Consumer Research, 30(December), 430-42.
  • Peck, J. ve Childers, T. L. (2003b). To have and to hold, the ınfluence of haptic ınformation on product judgments. Journal of Marketing, 67(2), 35-48.
  • Peck, J. ve Childers, T. L. (2008). Effects of sensory factors on consumer behavior. In C. P. Haugtvedt, P. M. Herr, F. R. Kardes (Edt.). Handbook of Consumer Psychology. New York: Psychology Press.
  • Peck, J. (2009). Does touch matter? Insights from haptic research in marketing. In A. Krishna (Edt.). Sensory Marketing Research On The Sensuality of Products. US: Routledge.
  • Peck, J. ve Shu, S. B. (2009). The effect of mere touch on perceived ownership. Journal of Consumer Research, 36(3), 434-447.
  • Peck, J., Barger, V. A. ve Luangrath, A. W. (2013). In search of a surrogate for touch: The effect of haptic imagery on perceived ownership. Journal of Consumer Psychology, 23(2), 189-196.
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  • Rimkute, J., Moraes, C. ve Ferreira, C. (2015). The effects of scent on consumer behaviour. International Journal of Consumer Studies, 40(1), 24-34.
  • Robinson, E., Blissett, J. ve Higgs, S. (2013). The influence of recent tasting experience on expected liking for foods. Food Quality and Preference, 27(1), 101-106.
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  • Sayadi, M., Mobarakabadi, H. ve Hamidi, K. (2015). Sensory marketing and consumer buying behavior. Advanced Social Humanities and Management, 2(4), 100-104.
  • Sharifi, S. (2014). Impacts of the trilogy of emotion on future purchase intentions in products of high involvement under the mediating role of brand awareness. European Business Review, 26(1), 43-63.
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  • Simss, C. D. ve Trott, P.(2006). The perceptions of the BMW Mini brand, the importance of historical associations and the development of a model. Journal of Product & Brand Management, 15(4), 228- 238.
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  • Stephens, D. L. (2017). Essentials of consumer behavior. Routledge.
  • Stevenson, R. J. ve Boakes, R. A. (2004). Sweet and sour smells: learned synesthesia between the senses of taste and smell. In G. A. Calvert, C. Spence, B. E. Stein (Edt.). The Handbook Of Multisensory Processes. London: The Mit Press.
  • Suhonen, T. ve Tengvall, J. (2009). Branding in the air: A study about the ımpact of sensory marketing (Master’s Thesis). Jönköping International Business School, Jönköping University, Sweden.
  • Sullivan, T., Hartley, J., Saunders, D., Montgomery, M. ve Fiske, J. (1994). Key concepts in communication amd cultural studies. London: Routledge.
  • Sweeney, J. C. ve Wyber, F. (2002). The role of cognitions and emotions in the music‐approach‐avoidance behavior relationship, Journal of Services Marketing, 16(1), 51-69.
  • Tom, G. (1990). Marketing with music. The Journal of Consumer Marketing, 7(2), 49-53.
  • Travis, D. (2000). Emotional branding: How successful brands gain the ırrational edge. Crown Business.
  • Tuominen, P. (1999). Managing brand equity. The Finnish Journal of Business Economics, 1, 65-100.
  • Van Dyck, F. (2017). Yeni nesil reklamcılık. İstanbul: The Kitap.
  • Vasudevan, S. ve Kumar, P. (2019). Changing realty: Altering paths of brand discovery for real estate websites in India. Property Management, 37(3), 346-366.
  • Vietoris, V. (2017). Introduction to sensory marketing. In E. Sendra, A. A.Carbonell-Barrachina (Edt.). Sensory and Aroma Marketing, Wageningen. Academic Publishers.
  • Yan, B. (2019). Research on the ınfluence of customer perceived value on brand equity. American Journal of Industrial and Business Management, 9, 609-626.
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  • Wanke, M. (2008). Social psychology of consumer behavior. Psychology Press.
  • Wilson, R. ve Gilligan, C. (2005). Strategic marketing management. Butterworth-Heinemann.
Toplam 111 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makalesi
Yazarlar

Esra Büdün Aydın 0000-0003-4533-8657

Yayımlanma Tarihi 20 Ekim 2021
Gönderilme Tarihi 23 Şubat 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 10 Sayı: 4

Kaynak Göster

APA Büdün Aydın, E. (2021). Duyum, Algı ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme. MANAS Sosyal Araştırmalar Dergisi, 10(4), 2528-2544. https://doi.org/10.33206/mjss.885798
AMA Büdün Aydın E. Duyum, Algı ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme. MJSS. Ekim 2021;10(4):2528-2544. doi:10.33206/mjss.885798
Chicago Büdün Aydın, Esra. “Duyum, Algı Ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme”. MANAS Sosyal Araştırmalar Dergisi 10, sy. 4 (Ekim 2021): 2528-44. https://doi.org/10.33206/mjss.885798.
EndNote Büdün Aydın E (01 Ekim 2021) Duyum, Algı ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme. MANAS Sosyal Araştırmalar Dergisi 10 4 2528–2544.
IEEE E. Büdün Aydın, “Duyum, Algı ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme”, MJSS, c. 10, sy. 4, ss. 2528–2544, 2021, doi: 10.33206/mjss.885798.
ISNAD Büdün Aydın, Esra. “Duyum, Algı Ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme”. MANAS Sosyal Araştırmalar Dergisi 10/4 (Ekim 2021), 2528-2544. https://doi.org/10.33206/mjss.885798.
JAMA Büdün Aydın E. Duyum, Algı ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme. MJSS. 2021;10:2528–2544.
MLA Büdün Aydın, Esra. “Duyum, Algı Ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme”. MANAS Sosyal Araştırmalar Dergisi, c. 10, sy. 4, 2021, ss. 2528-44, doi:10.33206/mjss.885798.
Vancouver Büdün Aydın E. Duyum, Algı ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme. MJSS. 2021;10(4):2528-44.

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